February 4, 2019
Programmatic advertising trends
Programmatic advertising was once a niche practice used by only a small number of marketing teams with very deep pockets. After all, using machines to buy and sell digital advertising didn’t come cheap; this process often attracted a string of costs associated with set-up, data management, research and development, and more. Thanks to recent advancements in AI technology and scalability, this is no longer the case.
In Australia, marketers are now starting to understand how programmatic advertising works — and how streamlining their media buys to reach more relevant audiences can be beneficial to their business.
Here are the 3 trends responsible for the push towards programmatic advertising in Australia.
1. Increase in marketer and customer expectations
Technology empowers both marketers and customers. For this reason, customers demand their online experiences to be seamless; they also expect to see content that’s more relevant to them. In the same vein, marketers are also expecting a lot more from technology; they are interested in knowing how technology can help them work smarter and drive better results.
Programmatic advertising creates opportunities for marketers while removing many inefficiencies associated with traditional buying methods, which are often time-consuming and labor-intensive. And while there is still a human element involved in programmatic advertising, marketers no longer need to spend as much time on tasks such as preparing proposals or sitting through hours of time-wasting negotiation meetings with media buyers each week.
2. Access to more sophisticated customer data
Australian marketers are also using programmatic advertising to gain access to more sophisticated data, using it to revamp their creative output. Programmatic advertising has allowed marketers to read the real-time cues that customers send out while they are on their devices; these cues are known as intent signals and they help marketers identify customer interest in a product in the early stages of the purchasing cycle.
Examples of cues include the types of pages a customer views, the links they click, and how long they spend on each page. These cues provide marketers with valuable insights, making them more likely to achieve their objectives, whether it be increasing clicks on search ads or customizing retargeting ads to better meet customer expectations.
Those objectives may seem difficult to achieve, but marketing automation will make your job easier. This Autopilot template shows how you can easily retarget leads by displaying Facebook and Google ads to those who expressed interest in your brand by submitting a sales inquiry form on your website.
3. Marketers have more transparency and control
Programmatic advertising offers marketers a greater level of transparency than traditional advertising. Marketers can see what sites their ads are appearing on, how much each click is costing the business, and what sort of customer is interacting with the ad.
Additionally, all this data is collected in real life so marketers can gauge whether their ads are performing well — or tweak campaign specifics accordingly if they are falling short of expectations. The ability to adjust ads means that marketers are no longer forced to wait until a campaign is finished before they can act, thus increasing efficiency.
Will programmatic advertising be the future of ad buying in Australia?
No one knows for sure. But given that programmatic advertising is on the rise, it would be foolish for marketers not to consider it. Programmatic advertising might initially seem daunting, but it’s a smarter and more efficient way to work. It provides the tools to harness customer insights, create more relevant campaigns and achieve new levels of ad efficiency and effectiveness that was not possible with traditional media buying.
A good way to acquaint yourself with the technology is to look into marketing automation. By automating repetitive marketing tasks, you can save yourself a lot of time and effort while diverting your focus on more essential tasks. As you become more familiar with marketing automation, you will be in a better position to take on programmatic advertising.